Churn rate of Spotify worldwide 2018-2019
The subscriber churn rate of Spotify worldwide amounted to 4.8 percent in the final quarter of 2019, down from 5.2 percent in the corresponding quarter of the previous year. Cmulative figures for 2019 are not available, but in the annual churn rate amounted to 19.8 percent, which the source noted was partially due to promotional trials. Whilst such trials draw in new subscribers, many of whom tend to convert, Spotify counts paid trialists in its subscriber numbers, meaning that those who do not convert then become churned subscribers.
